“The best way to break a negative stereotype is to shock the stereotype”

The Funeral Profession plays to the negative stereotype by the persona they cultivate: Formal, unapproachable, dignified, conventional, guardians of the past and so on. I have found one of the best ways to shock a stereotype is with humor.

If I owned a funeral home it would be my declared intent to cause people to find me approachable, fun and less intense than they might be expecting. I would want to be warm, humble and interestingly flexible.

Screen Shot 2015-02-16 at 3.04.01 PMTim Hoff is owner of the Hoff Funeral homes in Minnesota. He took on the challenge of raising $4,000 for a local charity. He chose to do this by producing a video that positioned him in a pretty vulnerable way. In so doing he is creating a persona of being fun, approachable and even a little bit funny…while working for a good cause that people relate to OTHER THAN BEING DEAD. Take a look:

So let’s help Tim manage his ICE PHOBIA by clicking here: